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18 Feet & Rising Launch First Ever Ad Campaign for GambleAware

The “Voices” campaign, which is the first ever created for GambleAware, aims to raise awareness of problem gambling by building its profile in the public consciousness and tackling the secrecy that often surrounds gambling addiction.

The campaign targets young men and women, aged between 15-24, after recent Gambling Commission figures identified them as the most at risk age group for problem gambling. The campaign aims to create a new, more self-aware generation, helping to prevent future problems before they arise.

The campaign, which comprises of two spots: “Online” and “Machine” launches nationally in cinema, before Trainspotting 2, from Friday 3rd February. This will be followed by a regional online launch, targeting the North East and North West from Monday 20th February.

“Voices” externalises the hidden voice of problem gambling, shining a light on the internal battle that some victims may suffer on a daily basis. Aggressive yet seductive and persuasive, the physical embodiment of ‘the voice’ plays on his victims’ insecurities and vanities. The campaign shows that ‘the voice’ can strike anyone, anywhere at any time, playing on individuals’ relationships with gambling.

Directed by multi award-winning director, Tom Tagholm, the campaign aims to start addressing the imbalance between the ratio of gambling advertising and social responsibility messaging from the gambling industry operating in Britain.

Media has been handled by Goodstuff, with the ads running online as pre-rolls alongside the cinema placements.

Will Thacker, Creative Director at 18 Feet & Rising said: “With our media channels saturated with gambling ads and new ways to bet, our aim was to create a campaign that did not feel like a traditional advert. The content we created aimed to cut through the clutter, encouraging people to question a behavior that, for most, has become normal.”

Dr Jane Rigbye, Director of Commissioning (Treatment and Harm-Minimisation) at GambleAware said: “Our research shows us that young people are at particular risk of developing problems with controlling their gambling behaviour, making raising awareness of what constitutes problem gambling critical. 18 Feet & Rising have worked with us to create this powerful ad that we hope will reach young people at that crossroads and prompt them to seek help before their gambling habits become problematic.”